New Betting Apps in the UK (February 2021)
Betting on the move is a popular pastime these days, whether you are in the pub, on the train or doing the weekly shop in a supermarket. Everyone has smartphones and tablets which mean that bookmakers have invested heavily in making sure that their mobile offering allows customers to place bets as easily as they would do on desktop. Finding the best Mobile Betting Sites is not an easy task, but that’s what we are here for and in order to find out which is the best tennis bet site we compared:
- Minimum deposits, Information on all specials offers and their requirements
- Sports and Casino Apps you can download on your Mobile
- Independent rating for each mobile betting site
- We’ve picked out our favourite three bookies for mobile betting
- Five ways to choose the best mobile betting sites
*You can re-order the tables by clicking the little arrows next to any option you’re looking to compare.
|Betting Site||Rank||Football Margins||MAX BONUS||Min.Odds||BONUS OFFER||Bonus Expiry days||Mobile Betting Apps||Betting Site Link||T&C|
|4.4||4.53%||£10||1.5 (1/2)||Bet £10 Get £10||7||SIGN UP HERE|
New Players Only. Minimum stake $/£/€ 10, minimum odds 1.5, stake not returned. 10X wagering the winnings from the free bet. Wagering occurs from real balance first. Wagering requirement is calculated on bonus bets only, wagering starts from real funds. Free bet is valid for 7 days from issue. Max conversion: $/£/€ 20. Excluded Skrill deposits. Full Terms apply.
|4.0||3.99%||£50||1.80 (4/5)||50% up to £50 welcome bonus||30||SIGN UP HERE|
New Customers only; Min. deposit £15 (no Skrill/Neteller); Bonus amount is 100% of deposit up to £50; Offer can be claimed once per household; Wager the qualifying deposit and bonus amount 8x within 30 days to convert bonus winnings into real money; Wagers must be on min. odds of 4/5 on singles or Acca bets with min. odds of 2/5 per selection to qualify; Max. stake contribution to wagering requirement is the value of your bonus; Certain bet types are excluded; See full terms; Terms apply; 18+
|4.7||4.29%||£10||2.00 (1/1)||Bet £15 get a £10 Free Bet||14||SIGN UP HERE|
18+, Welcome Bonus: New Players only, 1st Deposit, Min Deposit,: £10, max £10 free bet valid for 14 days, bets must be placed at odds of 1/1 or greater and be settled within 14 days of placement. System bets not eligible. Neteller, Skrill and Paypal not eligible. T&Cs apply
|4.9||4.35%||£30||2.0 (1/1)||Bet £10 Get £5 + 50% Cashback on losses + 50 Free spins||7||SIGN UP HERE|
|4.4||3.57%||£100||2.0 (1/1)||150% Casino Bonus up to £150!||7||SIGN UP HERE|
New accounts only. Min. £10 deposit, debit card only. Up to 50x wagering, game contributions vary, max. stake applies, 7 day expiry. T&Cs Apply. #AD
|4.9||4.2%||£50||2.0 (1/1)||100% bonus up to £50! Exclusive- Code: WELCOME19||365||SIGN UP HERE|
New players only. 100% up to £50 sports bonus. Rollover: 17x deposit & bonus at minimum odds 2.00 within 365 days. Code: WELCOME19. If bonus is cancelled, bonus funds will be lost. Full terms apply. 18+, begambleaware.org
|3.7||4.97%||£30||1.50 (1/2)||Bet £5 Get £30 - Bonus Code: MW30||7||SIGN UP HERE|
New Players. Minimum stake $/£/€10, minimum odds 1.5, stake not returned. 1X wagering the winnings from the free bet. Free bet is valid for 7 days from issue. Full Terms Apply.
|3.5||4.37%||£25||1.70 (7/10)||Up to £25 Match Free Bet! - EXCLUSIVE||30 days||SIGN UP HERE|
New UK customers only | min bet £10 | match max £25 free bet | Min of 3 selections in accumulator | min odds per selection 7/10 (1.70) | Free bet stake not returned | Certain Markets/sports/payment methods restrictions apply | Qualifying bet must be made within 30 days | Free bet valid for 30 days | T&Cs Apply
|4.9||2.75%||£5||1.4 (2/5)||50% Bonus up to £100 - Code: FBWELS||90 days||SIGN UP HERE|
|4.6||4.41%||£10||1.80 (4/5)||Bet £20 Get a £10 free Bet + 10 Free Spins||14 days||SIGN UP HERE|
8+. New players only. Minimum deposit £10+. Odds 1.80+. 14 days expiry. Full T&Cs apply. Please Gamble Responsibly. BeGambleAware.org.
|3.9||4.83%||£10||1.80 (4/5)||Bet £10 get a £10 Free Bet||30||SIGN UP HERE|
18+. UK only. Valid between 00:01 on 31.08.2021 and 22:59 (BST) on 31.12.2021. Cash stakes only. Min. £10 deposit required. Min. total odds of 3/4. Min. odds for each selection 1/4. Bonus amount £10. Bonus funds to be wagered 1x on odds of 4/5 or higher. Bets placed for both sides, with the same outcome and for the same event, will be disqualified. Virtual Sports bets do not qualify. Cashed out bets do not qualify. Other T&Cs apply. Be gamble aware. Please bet responsibly.
|3.2||3.44%||£20||2.0 (1/1)||Bet £10 & Get £20 - Exclusive Offer||7 days||SIGN UP HERE|
|3.9||2.63%||£10||1.80 (4/5)||Bet £20 get a £10 Free Bet||14 days||SIGN UP HERE|
New customers only. Max one £10 free bet. Qualifying bets must be placed at min odds of 1/1 (2.00). Paid as a bonus token with min 4/5 (1.80) odds req.
|4.4||4.64%||£25||2.0 (1/1)||£25 Free Bet||7||SIGN UP HERE|
New Customers. First settled bet £/€10 (£10 E/W+) - £/€25 (£25 E/W+) at odds 2.0+ qualifies. If first settled bet loses, free bet credited within 24 hours of bet settlement, use within 7 days, Stake not returned. Full T&Cs Below.
|3.8||5.20%||30||1.6 (3/5)||£30 in Free Bets and Spins||60||SIGN UP HERE|
|5||2.92%||£200||1.6 (3/5)||100% up to £200- EXCLUSIVE OFFER Bonus Code TONY200||7||SIGN UP HERE|
New customers only. Min deposit £20. Wager 10 times at odds of 1.65 (3/5)or bigger. Expires after 5 days (no Skrill, Neteller & Paysafe). T&Cs apply
|4.0||4.37%||0||1.1||DOUBLE THE ODDS||60||SIGN UP HERE|
New customers. Min bet £10. £10 Free Bet per televised Premier League game exc qualifying game. Min odds 1/2.T&Cs apply. 18+ BeGambleAware.org
|3.8||4.30%||2X||1.5 (1/2)||2 X 100% PROFIT BOOSTS||7||SIGN UP HERE|
*Rating are calculated by our resident math whiz from 5 different sources: Good Bookmaker Review, Bookmakers Review, SBR, WOSB, Top 100 Bookmakers and Bmbets.com – making them more universally accurate.
Best Betting Apps Reviews
Quinnbet offer a mobile app for download, allowing their players to bet on the go while they are away from home. This traditional bookmaker offers an excellent range of sports betting opportunities, particularly on horse racing and football.
- High-speed mobile app available for download
- Traditional Irish bookmaker with excellent regular offers for customers
- Competitive odds, especially on horse racing
TonyBet offer mobile betting in the form of a betting app. Simply download this to your device and you will have the TonyBet bookmaking service in your pocket. They offer a strong welcome offer for players, competitive football betting markets and a great in play betting platform.
- Simple to use mobile betting app with a great menu system
- Excellent in play betting opportunities
- Big welcome bonus on offer with a matched deposit deal for new players
SportingBet have an app available for their players to download, though this is currently only available on Android devices, there is no iOS app yet. The app has their recognisable blue and red colours and is loaded with thousands of betting markets. It is the depth of their service that SportingBet are best known for, as well as strong betting offers for players.
- Wide range of betting offers covering accas, bet builders and much more
- Extensive sportsbook, covering many niche sports
- Outstanding football coverage, with many markets available even on smaller leagues
Virgin Bet offer a strong mobile service to their customers, which matches much of their other service, recognised as been high quality. They have excellent odds available, and offer regular price boosts to make them even bigger. With a simple and easy to use site and mobile app, they are the perfect bookmaker for new players.
- Simple and very easy to use mobile app
- Excellent price boost offers to give bigger odds
- Bookmaker known for offering the perfect service for new players
Bwin are a huge European bookmaker who also offer their services in the UK. They have an extensive sportsbook and for that reason, they offer some leagues and sports that you will struggle to find elsewhere. They are also very strong when it comes to in play betting, a real highlight of the service.
- Extensive sportsbook covering events all over the world
- Strong in play betting service with many sports covered
- Very competitive odds on offer
Mr Green offer a high-class betting service and are seen as a bookmaker with very high standard. That can be seen with their betting odds, which are impressive while their overall service has very distinguishable green colours attached to it. Alongisde offering strong odds, we also like the in play betting opportunities here.
- Great mobile app with easy to use menu features
- Strong betting odds available to get yourself a good deal
- Perfect for in play punters with strong coverage of sports and games
Karamba offer a large selection of events on their sportsbook and they are the perfect bookmaker for acca users with their excellent Karamboost offer that is available. Elsewhere, they also cover in play betting and dive deep into football, which is a strong area of theirs so if you are a football acca punter, there will be a lot to like here for you.
- Excellent Karamboost offer to enhance payouts on accas
- Perfect football bookmaker with wide coverage of leagues and competitions
- Mobile app and website almost identical so easy to learn how to use both
10Bet are known for offering a good quality service to their players and that includes offering many regular offers that both new and existing customers can use to their advantage. Elsewhere, the odds on offer here are always competitive while the football service is known for being top class, they really go in depth with both competitions and betting markets per game.
- Very well respected football service on offer
- Strong offers for new and existing customers to help with your betting
- Above average betting odds throughout the service
Five Ways To Choose The Best Betting Sports App
Mobile betting has never been more popular. Fifteen years ago, the only online avenues available to customers were betting on a PC or a laptop, although the emergence of smartphones has irrevocably changed the betting landscape.
Indeed, old mobile phones were simply used to make telephone bets although new mobile phones have 3G or 4G to enable mobile bets to be placed, while Wi-Fi is available in the home, workplace, cafes, restaurants and hotels.
Mobile betting also includes the use of tablets, with iPads and several other devices enabling betting customers to place mobile bets on the move. Every bookmaker worth their salt has now created a mobile-optimised version of their website and they also have apps to download too.
But how do you go about choosing the best mobile betting site? There is a wide range of bookmakers who want you to visit their mobile betting site and register an account before using their service frequently.
In this article, we explain what you need to look for when opening a new betting account on a mobile device. There are lots of different factors to consider and customers shouldn’t settle for second best.
Compare here the best mobile betting sites
While every bookmaker under the sun has a mobile-optimised site, not all of them have a site that loads quickly. There are lots of market data on each page and it’s worth road-testing a mobile betting site and an app to make sure that the operator has created a responsive product that works on a 3G connection or Wi-Fi. The same applies to navigation. Naturally, when you condense your betting webs... Read more
Mobile betting and In-Play betting go hand in hand. Pre-match bets on football are more likely to be placed on a PC or laptop where betting customers have the opportunity to consider the various markets before striking their bet. However, In-Play betting has become monopolised by mobile betting devices and this is where bookmakers need their products to pass the test. If there’s a big Premier Lea... Read more
Cash Out is here to stay, with Euro 2016 effectively becoming the first major football tournament where customers will be cashing out winning and losing bets on their mobile betting device in high volumes. Cash Out is a quirky feature in some respects. Bookmakers offer it to give customers more flexibility when it comes to their online bets. But it often gives customers a dilemma after they have ... Read more
Several bookmakers have live streaming deals in place so that mobile betting customers can watch live sporting action on their mobile devices. When it comes to horse racing, the likes of Paddy Power, Ladbrokes and William Hill have struck deals with At The Races and Racing UK. This means that they have the right to live stream every horse race in the UK and Ireland, including the Cheltenham Festi... Read more
There are two things to consider when it comes to receiving winnings. The first comes down to how quickly a betting market is settled. So at the end of a football match, how long does it typically take for a mobile bookmaker to settle all bets and return the winnings to your account? This can vary between those online mobile bookies that settle a market literally minutes after an event and those ... Read more
Why In-Play betting on your mobile can be profitable and exciting.
Keep your discipline and land some cash with In-Play Betting
Here’s a great example of how money can be made by betting on the go while there’s a football match taking place.
Manchester City were playing Chelsea recently and Sergio Aguero had a series of chances to score the opening goal of the game.
Aguero was denied on three occasions by Asmir Begovic and it appeared that David Silva and Raheem Sterling were trying to find the Argentine every time a rampant Manchester City came forward.
Nevertheless, William Hill were offering odds of 100/30 on their mobile app that Aguero would be the next player to score and an In-Play bet of £30 bet quickly landed a profit of £100 when he broke the deadlock.
The great thing about winning on In-Play mobile bets is that a bookie like William Hill or Paddy Power will pay you out within minutes, rather than having to wait for the final whistle to collect your cash.
Naturally, you are not going to win every In-Play bet you place on your mobile device but identifying trends when watching a football match can make things a lot easier.
Manchester City were around 4/5 to win the game before they scored first against Chelsea and their dominance suggested that the visitors were always going to struggle to live with them.
Examples of other markets are next player to be booked where you can predict the player who will get a yellow card next. So if a player has committed some fouls and received a warning from the referee, then it could be worth lumping on.
Nothing beats the feeling of an immediate In-Play win on your mobile but never chase your losses and remember that it’s not always going to be your day. The aim is simply to win more than you lose over a long period of time.
Choosing to bet with a bookmaker app or a mobile site.
Bookmaker apps are all the rage but mobile sites can also be great for In-Play betting
If you are someone who regularly places bets, the chances are you might have a few bookmaker apps downloaded on your phone.
The bookies love customers downloading the apps as it increases loyalty and also gives them the chance to send push messages about the latest offers ahead of big football matches and race meetings.
BetVictor have a betting app and also something called Instabet which offers customers regular price boosts just before a sporting event is about to take place.
Instabet regularly offers customers the chance to get nice odds but you’re limited by a max stake of around £20 and there’s usually a short time period where the prices are available.
Betting with a mobile site is great from an instant point-of-view rather than have to download the app and waste precious time waiting to land the software on your phone.
However, a mobile site might have an average page load speed slower than an app which has obviously been designed with navigation and speed in mind.
The advantage of apps is that your log-in details can also be remembered on your phone or mobile device so that you can load up the app and literally get your bet placed with a couple of presses on the screen.
As mentioned in another article, we recommend William Hill, Paddy Power and Coral as good bookmaker apps to start you off, while BetVictor are another smart choice, especially with Instabet.
When you bet on a mobile device, you should expect the same level of service that can be enjoyed when betting on desktop and that means the same range of sports and markets including the opportunity to bet In-Play on all the big matches.
Many people choose to bet In-Play through mobile as they might be at a particular football match or watching it away from home when it’s taking place, so the convenience of being able to log in with a hand-held device and strike a bet within seconds makes it a winner every time.
Naturally, you can log into a bookmaker mobile App with the same details that you use for desktop, while you can also register new accounts through a device and the application page works in exactly the same way as a PC or laptop.
Bet365 are highly recommended when it comes to mobile betting, with the App being a fast-loading one which also offers the chance to watch live streaming of sporting events.
This operator has one of the leading In-Play products and has successfully modified this for mobile to ensure the same exciting experience can be enjoyed, while bet placement is swift and secure.
We also endorse the William Hill mobile service as this operator have teamed up with one of the best companies that build betting Apps and the results are excellent.
It pays to have a selection of bookmaker Apps on your phone or tablet so that you can compare the latest odds, especially as certain bookmakers are stronger for a particular sport.
Now, betting through a mobile device is growing in popularity. Today, each one has a mobile device. Customers find it more convenient to place bets with tablets and phones. You can easily bet on mobile as most operators have a betting App available. Every bookmaker now has a mobile-friendly product and when you place a bet through Mobile Bookmakers there is often the chance to claim an exclusive bonus.
You should expect the same level of service that can be enjoyed when betting on desktop when you bet on a mobile device; which that means the same range of sports and markets including the prospect to bet In-Play on all the big matches.
Betting through a mobile device is growing in popularity all the time. Everyone has a mobile device, with phones and tablets offering customers a more convenient way to place bets.
Most operators have a betting App available which means you can easily bet on mobile with them, while every bookmaker has a mobile-friendly product and there is often the chance to claim an exclusive bonus when you place a bet on a mobile device.
Operators ensure that mobile betting is a secure experience, so you don’t need to worry about submitting personal or financial details when opening an account. Security measures are in place to make sure that all details are protected.
10bet mobile home page pictureEveryone has a smartphone these days. Whether it’s an Apple or Android device, a gateway to the internet is just a tap away, with many people no longer using a personal computer or laptop when it comes to accessing the world wide web.
Naturally, this applies when it comes to placing bets online. After all, why log on to a computer and visit a betting website when you can simply load up the site or bookmaker app on your phone?
Betting on your mobile phone is a pretty straightforward process. You simply need a strong connection through 3G or 4G or alternatively, safe and secure Wi-Fi access to make sure that you can place all bets without any connection being lost.
So you have your mobile phone and your internet access. Now you have to decide on which bookmaker to visit and we have a handy guide available so that you get the correct welcome bonus and find an operator that meets your betting needs.
Many bookmakers will have a landing page for first-time visitors which explains their new customer bonus so that you can go ahead and claim the offer. It is usually a free bet which involves making a first deposit and then the first bet. Once this qualifying bet has been settled, then you will automatically find a free bet waiting for you in your account.
So the first thing to do is register on your mobile phone and every bookmaker will make sure that the personal details submitted are secure. The same applies when it comes to registering card details, with most customers using a debit card when making a deposit. Alternatively, there are other forms of payment including PayPal, Skrill and Neteller.
After you’ve set up a payment method on your betting account, then you are now ready to place a bet! At this stage, you can take the option to download the betting app on your phone should you wish to take this path. A betting app will resemble the mobile bookmaker site with the same features.
Many betting apps will also recognise your log-in details once you have registered and logged in for the first time, while the stored payment details mean you can be placing a bet within a few seconds.
On a mobile betting website, you should then see a homepage featuring the main sports and upcoming betting markets. They are provided so that you can easily place a bet from one of the popular selections, although there is also the chance to access a menu (usually in the top left-hand corner) where you can choose from a range of sports.
So you might be looking to place a bet on the Arsenal v Tottenham match. It would be a case of selecting Football and then Premier League where the mobile betting site would then display a list of available matches and there is also the option to place an accumulator bet with various teams. However, for a match market like Arsenal v Tottenham, it’s a simple case of pressing on the fixture in question and you can see a multitude of available betting options to select.
When it comes to In-Play betting, then mobile usage is even more common. This could be people watching a match at a stadium, in the pub or even at home. It’s very easy to get a mobile phone out of your pocket and access the latest odds before betting on your mobile phone.
With In-Play odds, then the prices will change on a constant basis and many people like the excitement that this type of betting provides. Similarly, there is often live streaming available on a wide range of sporting events and this will allow customers to watch the event while they’re betting on it.
Football and tennis are two particular sports which are covered from a live streaming point-of-view when it comes to mobile bookies. So you could use your mobile phone to watch live streaming of these sports every day if you wanted to. However, make sure your phone is fully charged as this will use more battery life than simply betting on matches.
You can use your mobile phone to access customer services too. The live chat functionality is available on most bookmaker mobile sites and it’s naturally easier to use your phone to call customer services when using a betting site.
Withdrawing any winnings works in exactly the same way as depositing apart from the fact that the money is going back to your betting account. You need to use the same payment method used for depositing in order to withdraw any cash.
Several bookmakers now offer a Cash Out facility which means that you can bet on your mobile betting site and not necessarily need to find winners. Simply having a bet where the odds shorten will see you often given a cash out value and it’s great to sometimes take a profit.
As with betting on your desktop and laptop, it makes sense to check that your bets have been confirmed as there is often a holding page when you make a selection and choose your stake size. The confirmation page and a refresh of the balance should show you that the bet has gone through.
Horse racing fans will find mobile betting a good way of being able to place a quick bet before the off, while several bookmakers also live stream the action through their deals with Racing UK or At The Races. If you’re really lucky, you should also be able to get Best Odds Guaranteed or Best Odds Guaranteed Plus!
There are also stats and results available, along with form guides so that you can be as informed as possible before you go ahead and place your racing bets. Several bookmaker mobile sites also include the horse information including number, silks and jockey.
Fifteen years ago, the internet was about to explode and the online betting industry was born, with the likes of Paddy Power, Ladbrokes, William Hill, Coral and bet365 scrambling to release websites that would allow customers to place bets through the web rather than visit betting shops or phone wagers through.
Wind the clock forward fifteen years and the call centres that used to process thousands of bets are now obsolete. This is the age of the smartphone, 4G and Wi-Fi. Any bookmaker worth their salt has an app that customers can download and bet through wherever they happen to be.
Mobile betting sites used to be pretty basic. We can recall speaking to the CEO of a famous bookmaker ten years ago where the mobile version of the website was a modest offering and certainly didn’t carry the functionality of the desktop equivalent.
However, with tablets and smartphones a part of everyday life, bookmakers are constantly looking to make their mobile betting site and mobile betting app as cutting-edge as possible. Paddy Power are one operator who quickly latched on to mobile trends and have released a range of mobile products to please their customers.
Indeed, the Irish bookmaker recently revealed that more than 300 different types of mobile devices now regularly connect to paddypower.mobi to use the Paddy Power mobile website. We’re now getting to the stage where 50% of bookmaker earnings are generated online with mobile being a strong driver of growth.
Paddy Power seem to be making new releases every quarter as far as mobile products are concerned. Their latest offering is One Touch which looks extremely innovative and really focuses on facilitating customers placing live In-Play bets.
Indeed, One Touch looks like proving to be a very important USP as the Irish bookmaker look to wrench some market share from power player bet365, with the new feature live across all live betting events if accessing Paddy Power on a mobile device.
When One Touch is activated on a mobile betting device, it means that bets are placed immediately when customers hit the “place bet” button rather than having to confirm their selection. In the heat of battle, it makes every difference.
This follows hard on the heels of Paddy Power’s Track My Bet release which is a canny way of getting retail customers to enjoy the merits of mobile wagering, with punters able to submit their mobile number in-store and get notification when their selections are running.
Sky Bet are another progressive online sports betting website who have really embraced mobile technology. As they don’t have betting shops, then sole focus can be given to online development and the operator have an obvious tie-in with the TV channels as part of the BskyB service.
Sky Betting and Gaming recently mentioned that big investment in technology and mobile platforms have been a key driver behind a large rise in revenue between the years 2013 and 2016. Indeed, this bookmaker are probably the biggest example of how important mobile betting has become, with 80% of stakes placed on a mobile device.
Richard Flint, chief executive of Sky Betting & Gaming, said: “During the year, we invested in both our technology and mobile platforms from our base in Yorkshire and this has helped drive our strong performance.
“As an independent company that has a strong relationship with Sky, we have continued to benefit from our Sky branding and links.”
“We will maintain our focus on these two key areas in 2016 while also growing our team to ensure we are well placed to deliver another strong year of growth.”
A typical Saturday afternoon for football punters used to consist of visiting the local betting shop, doing a football coupon and having a few beers while watching the game in the pub.
However, smartphones are no longer a luxury item. They are accessories that are used daily to perform any number of activities, such as listening to music, exercising, navigating to a location and now placing a bet on a Saturday afternoon.
Sit in a pub showing a football match and you will see people on their phone, loading up their favourite bookmaker betting app and having a bet while the match is In-Play.
In-Play betting and mobile betting clearly go hand in hand. Many years ago, Stan James claimed to be the bookmaker in the UK that had pioneered In-Play wagering by allowing customers to call through at half-time and bet on the latest odds.
However, other firms soon cottoned on to the trends that suggested that people want an immediate outcome with their bets. Bookmakers offering In-Play markets could also take a succession of bets throughout the ninety minutes of a football match rather than just one which would only be settled at the final whistle.
Naturally, before the days of smartphones and tablets, then In-Play bets could only be placed on a PC and laptop, with most people generally leaving these at home when leaving the house! However, carrying a smartphone in your pocket at all times means that you have an instant gateway to the internet at any given time.
Wi Fi connection exists in virtually all parts of the United Kingdom, while 3G and 4G are also good enough to access bookmaker apps and place an In-Play bet on a mobile device. Indeed, you can also access the live streaming on a mobile device and the picture quality is as good as you’ll get on your own TV.
The 2016 Cheltenham Festival was a prime opportunity for bookmakers to strike gold, even if the results weren’t particularly favourable. The number of app downloads recorded by Paddy Power in the week leading up the meeting and then during the four-day event broke new records.
Encouraging customers to download the app serves a multitude of purposes. Firstly, it facilitates the placing of bets in a much easier fashion than a customer using Safari and typing in the web address while having the potential to shift across to a competitor site at any given moment.
Secondly, it encourages loyalty. People are creatures of habit and want things to happen for them quickly. If they like a particular bookmaker app and get used to the simple navigation, then it’s unlikely that they’ll migrate elsewhere in a hurry.
There’s also the fact that once a customer has a betting balance with a Paddy Power, Ladbrokes or William Hill, they won’t set about opening a new account while there’s still cash available. It explains why bookies are making free bet refunds on a regular basis to make sure that a customer stays loyal to their brand.
Bookies can also send push messages to their customers through notifications on the app. For example, betting on a horse race through the Sky Bet app means that they will send you an alert on your phone when the event is about to start, with the opportunity to watch live streaming available through their deals with ATR and Racing UK.
Global payments provider WorldPay suggested that the 2016 Cheltenham Festival would have seen online bookies process more than 50% extra betting transactions. That followed on the evidence from the 2015 meeting where there was a 47% rise in transactions and all fingers point to the evidence that mobile devices are in use like never before.
“The UK online gambling market generated around £3bn last year, and with technology continuing to propel the industry forward, we expect these figures to increase significantly as more punters use mobile devices in their attempt to win big,”
Karl MacGregor, vice president of gambling and ecommerce at Worldpay, said.
“The convenience and speed online gambling offers can only make it easier than ever for today’s mobile-first customers to try their luck, and bookmakers such as Paddy Power Betfair continue to invest heavily in optimising their websites to meet this growing demand.”
William Hill spent a small fortune on their marketing campaign ahead of the 2016 Cheltenham Festival, recruiting Tony McCoy as the face of their attempt to get a decent share of the pie ahead of this gambling bonanza. Especially as the Cheltenham Gold Cup is second only to the Grand National in terms of turnover.
Due to the sharp increase in mobile bets through the William Hill app, the Leeds-based firm were preparing to accept 10,000 bets per minute during peak times when the Festival was taking place.
William Hill knew they had to do something ground-breaking ahead of the four-day meeting and their guarantee not to be beaten on price along with an enhanced free bet certainly helped them do the job.
William Hill spokesman Ciaran O’Brien commented before the meeting:
“Cheltenham gets bigger every year and we expect turnover will hit a record £350 million across the British betting industry.
“William Hill ducked an £8 million bullet when Annie Power fell at the last fence last year but Willie Mullins is lining up another first day four timer which could be one of the biggest paydays for punters in betting history. He is such a certainty to be top trainer at the festival we are no longer accepting bets on him.”
Indeed, there are now a generation of young punters who have never set foot in a betting shop since they turned 18. The fact that bookmakers advertise on TV on such a frequent basis and that children have grown up in the internet smartphone age means that placing a cash bet is something of a novelty.
Why would a twenty-year-old racing enthusiast visit his local betting shop when he can download a betting app on his smartphone? After all, through his phone, he can make a deposit using a debit card or even PayPal which has a fantastic app of it’s own and virtually every bookmaker now have this payment method.
Visiting a betting shop involves then returning to the shop to collect the winnings. It’s a bit like trying to cash in a cheque or send a fax – just an outmoded thing to do for a young person is probably likelier to play an FOBT in a betting shop than actually place a bet on sports.
Bookmakers with retail estates don’t do themselves any favours, with the odds generally less favourable in shops than they are when you access the mobile betting sites. Indeed, it’s no coincidence that bet365 identified the trends pointing towards technological changes in 2007.
It was in that year that bet365 sold their hundreds of betting shops to Coral for a princely sum which enabled them to make vital investments into technology. Using a cloud platform, bet365 successfully pioneered price push movements which no longer required a customer to refresh a browser to see the price changes.
Wind the clock forward nearly ten years and bet365 are reporting staggering profit figures where mobile revenue accounts for a significant chunk of the pie. Back in September 2015, bet365 reported an operating profit in excess of £400 million during their latest financial year.
This £409.3 million profit was far in excess of the previous twelve-month period, with an increase of 26.5%. An increase in profitability comes from an increase in revenue, although it was interesting to note that revenue was only up 15%.
Why the difference between 26.5% and 15%? It comes down to profitability by platform and mobile app profit margins are significantly bigger, with a mobile app customer more likely to bet more frequently and In-Play.
Bookmakers including bet365 bet to bigger margins when it comes to live In-Play betting and the Cash Out facility is cleverly designed to encourage customers to trade out for a low-value profit or a cost-cutting loss.
Bet365 reported in these figures that In-Play wagers now account for over 75% of total sports betting turnover and that is a big nod to mobile betting which saw an increase of 59% year on year!
It’s been a long time coming for desktop whose downfall has been first indicated as early as 2012 and announced as a sure thing in 2015.
Could 2018 be the year those predictions are finally proved true?
Number play a simple game and offer a universal truth when it comes to the role of desktop market. From a perspective much broader than sports betting, the global desktop sales went down 9.6% in the first quarter of 2016 which was the sixth consecutive quarter with a downtrend in desktop orders with PC vendors.
Tablets, smartphones and other handheld devices continue to displace desktop due to their highly convenient nature which allows the end user to carry them in their pocket and access the internet, email, social networks, music and – betting operators – from whenever they are.
Fair play to desktop devices, they still lead the line as the single most productive tool for many demanding tasks and remain at the forefront of the business niche. Still, with the global online betting market spreading rapidly to accommodate the need of the most regular and common user it has come down to the availability, accessibility and convenience which are not desktop’s strongest suits.
Mobile sports betting business is booming and slowly overpowering the desktop platforms but operators have yet to gain full momentum and follow the pace. They still lack consistent reporting standards (KPIs) to have a precise overview of their mobile revenues.
The aforementioned statistics deal with the two most important KPIs that act as benchmarks for current analysis of the mobile market.
- Mobile betting stakes/revenues in % of total online betting stakes/revenue
- Total Mobile revenue in % of total revenue
The latest trend initiated by Sky Bet who are slowly moving into a mobile-only sphere is a big sign of things to come and numbers are once again here to support Sky Bet’s brave move. A look into the revenue reports from the third quarter of 2017 offers an insightful perspective into the rapid changes online betting world is going through.
Online betting operators are averaging 75% of their total betting revenues through mobile channels. Talking strictly about Sky Bet, we are dealing with no less than 90% of the online sport betting revenue coming via mobile. To put numbers into a wider picture, other notable operators such as William Hill or Ladbrokes are not far behind with 81% and 79%, respectively.
Operators used to focus primarily on launching mobile betting offers and the numbers above represent the figures focusing on betting stakes and revenues.
Suppliers and operators are now turning to mobile is lumps with mobile revenue recording a constant rise in percentage of the total revenue which is the second parameter that suggest the unstoppable and imminent death of desktop.
Average operators and suppliers have recorded a mobile revenue of 61% and 56%, respectively, in total revenue during the same period (Q3 2017) with Sky Bet once again leading the line with 82%.